Technology in the marketing space is evolving at a rapid pace. From tools that automate and track your activity on social media, to CRM systems that offer a comprehensive 360-degree view of the customer; to automation platforms that manage your multi-channel lead nurturing efforts, the list is seemingly endless. There are even dedicated email marketing tools to manage your email correspondence with your buyers. Even though CMOs are up-to-date with these technologies, they run the risk of creating a silo of marketing technology that is separated from the rest of the organization. This can hurt your marketing efforts, and those of your peers.
Focus on the customer. Make him the center of your data model while devising the marketing technology roadmap. Use your CRM system to capture a 360-degree view of the customer, and share it with all the teams within your organization who interact with the customer.
Most new marketing technology solutions offer to solve a niche problem. However, only a few of them integrate well with the ecosystem of existing technology. The package needs to integrate seamlessly into your current CRM platform, effortlessly passing meaningful data back and forth. Only then can you have all the information that you need to make meaningful decisions.
When your technology package is not integrated with your CRM, you cannot effectively hand leads over to sales. It is important that you know beforehand what the activities and preferences of a customer are on your website. Having the customer brief your sales people all over again is a sure way to introduce friction in their buying journey. Some questions, the answers of which could help your sales team are:
Your task however does not end with this handover to the sales team. Everything that happens after this must be recorded and analyzed. This will help you in answering crucial questions like:
An omni-channel experience for your buyers will ensure that you deliver on your brand promise, and turn marketing investments into revenue. Use your CRM to build a key bridge with the rest of your organization. This will help you avoid turning your technology architecture into a functioning silo, and deliver the results you seek.